Browsing "internet marketing"
Online branding and marketing techniques will always be changing and evolving to match the ebb and flow of the web and those who use it. This year especially saw a wide range of changes with the search industry and how Google in particular indexes the web. Major changes such as Panda, Penguin and the EMD (exact match domain) update put some webmasters in the unsavory position of having lost rankings and traffic. Depending on how badly they were affected, some still haven’t recovered lost traffic and potential income.
It hasn’t been all bad though, it’s been a good year in the sense that the word has spread of the differences in the quality of service that some companies can provide you. It’s a fairly safe bet for example, if a search marketing company has pitched working on your companies site, while extoling the dangers and pitfalls of Panda and Penguin, that they’ve been caught and penalized by the system. Call it once bitten twice shy, but it’s safe to say thhat they’ve been shown they’re not doing things quite right, and have have been slapped with a penalty as a result. With the growth of awareness where the quality of your site and how it’s constructed overall, a fair amount of the fly by night experts have disappeared from the playing field, and as an added bonus, there has been an all around increase in online marketing budgets for the coming year. So as we have written in the past, the wheat has been separated from the chaff and as an added bonus – budgets have increased!
Hopefully the changes in the search industry haven’t scared you off from building or promoting your website, the key element we’ve always focused on helping our clients with is by focusing on the content. While a great deal of pretenders have lost position and relevance in the industry with Panada and Penguin, working the quality content angle as we always have proved to be a strong element to remaining at the top of the results page. Going forward into 2013 we’ll continue to deliver strong positioning for our clients, and help them dominate the SERPs for their desired terms. With the loss of some of the local ‘experts’ it’s only made our job easier in the coming year.
Using the web to find the information and services isn’t a difficult task, most of the time it can be a mundane process to tell the truth. You visit your preferred search provider, type in your terms and go from there. So why such the big deal about who stole what idea from whom, and the fuss over having social results in our search results when they’re entirely different pieces of information?
Because after all, that’s all the web is, a cluster of information which you cherry pick what you want from it. Google has their knowledge graph, which is like looking at a Coles notes version of what you’ve searched for, and Bing has recently adopted the idea and called it Snapshots. It provides the same brief information delivery niche, and likely doesn’t get noticed a good 70% of the time. It’s not because Googles version is just that much better, they’re virtually identical in how they display and offer data, and it likely gets passed over just as much as the Bing variation. It’s just another method to getting the information out there when you search.
How about the social side of the web, there’s Facebook, the dinosaur of Myspace and Google+. Facebook is the monster on the web, with more than a billion accounts passed this year, if they can just figure out what to do with all of the noise that the site generates, perhaps it can come out with some useable information at some point. Because Facebook doesn’t really have a way to generate money, it has it’s few ads that it runs and preferred postings, but that’s been done before and as much as people on the web like change, the ad spaces on Facebook don’t get used anywhere near the same level as the spaces on Yahoo, Bing and Google.
Bing and Google both have their own ideas for meshing the social side of the web into the informative side, but neither has found that magic formula that delivers what the users of today are looking for. On average when someone completes a search, they’re already 50% of the way qualified, either as a buyer or a subscriber – they were prompted by something outside the web in the first place. Facebook doesn’t have the search fomula nailed down to provide any kind of search results page, and the search engines haven’t worked out how to weave the social side of the web into the informational. Yet.
We’ve seen the web grow in leaps and bounds over the last year, the search algorithms have taken the results pages through dips, dives, ducks and doges, and 2013 will likely continue more of the same. The year is likely going to start out fast and who knows, maybe the world will finally see the ideal implementation of a social and search mix on a results page.
I am writing this article in response to the recently posted “Google Quality Rater Guidelines 2012″ document, seemingly leaked, speculatively injected into the market. Before I dissect the specimen, let me start with a general Google overview first. For all practical, technical, scientific, and artistic purposes, Google is not a search engine, at least not for me. Google Search is an advertising engine – period. It is so simply because all the top results it brings are information served to you from rich people, people who have enough SEO money to be on top, or at least enough money to advertise at the top of search terms. In this search mechanism, neither you nor I have any choice for seeing anything other than what other people have decided for us to see based on their financial power. This is not a definition of a search engine in my book, nor should it be in anyone’s. Read the full Story here
When you’re working in the online marketplace, there needs to be some understanding as to how the web likes to work it’s mojo. If you’ve owned a business, you’ve probably heard a hundred different pitches about ranking your site at #1 for multiple terms, and all in about a week for the low, low price of only $250. Hopefully for your sake, you didn’t take that offer, because if you did you’re likely going to have a tough battle with the search engines fairly soon.
The thing with working online is it’s a skilled profession, much like being a designer is, or being a mechanic. Anyone can draw a stick man or change a flat tire, but busting out your tool box and rebuilding your engine from the engine mounts up is likely out the question for the majority of us out there. As for the level of expertise that is required to properly optimize your website and it’s contents, that would depend on what you’re looking to rank for, and what you would love to be found for. As unlikely as it may sound, the terms you would like to rank for do play a pivotal role in the time that is required to get you listed properly in the search results.
As internet marketing professionals, we’ve consistently ranked our clients for the terms that they’ve wanted. Sometimes it takes months to rank for the larger, national terms, and there are times when we get lucky and the interest is only in the local marketplace. But it always takes some amount of time, a couple of weeks here, a few months there. We don’t control the search engines, we can however, make you and your website highly relevant for your needs. When we provide you with a time frame for success, it’s not a solid time frame, but it is a very educated and practiced guess. Where search is concerned there is no quick and easy fix, we have tried and true methods which, when allowed the time we advised to work, will lead you in the direction you desired when joining us. The process will work, the steps we put in place, will work, sometimes the hardest ingredient in the mix is a little patience and a dash of temperance.
An interesting point to notice about a search engine, is just how many results are returned when performing a search. Google and Bing have indexed trillions of pages if you mixed them together, an always increasing amount. Some written articles have called it a problem, but Google and Bing rarely display any results passed the 1000 range, even if it says that it found 25,000,000 results for your query.
It isn’t so much a problem that they don’t display a value larger than 1000 results, the question should really be ‘Do they need to?’ The search engines like to pride themselves on delivering the most relevant results, based on what you’ve searched for, your past history and so on. If you’re a fan of having a no strings attached type search, using a search engine like DuckDuckGo may be more up your alley, but the first point still remains. What point does it serve if a search engine tells you it finds millions of results, and doesn’t show you them.
Let’s take the following quick search from Google, for ice cream. We’re in Winnipeg, so we were returned the results for the Wikipedia entry, and then we got into the local restaurants and dessert places that purvey ice cream. But when you look at how many results are returned, 463,000,000.. is that entirely relevant? I don’t need that many results about ice cream, it’s not that wide of a variable product, but Google has said they have that many results. This is where some written pieces have said that there is a problem, even though it says that it has 463,000,000 results, I can’t browse passed the first 1,000 results even though there’s been so many returned. It’s more a personal preference, but some very basic math (default search results pages show 10 results) says, why would I be looking on page 46 million to see what has been indexed about ice cream?
Where online marketing and your brand are concerned, you shouldn’t worry about what is showing in terms of how many pages have been returned that have been indexed. There are some sites and pages from the early 90s that can still be found, which are horrid where aesthetics and usability are concerned if you’d really like to find them. The vast majority of search users don’t go to page 2, let alone page 3 or 4, chances are if their result hasn’t been found on their first search they’re going to revise their terms and try again. Focus on your content, focus on being relevant, and focus on the basics. Don’t worry about the other 463 million results.
Typically when you want to learn the answer to a question, or you want to find the name of that actor in the show you saw, you turn to the internet. Most of the time you have an idea on what site you need to visit to learn your answers, but when you’re not entirely sure where to start you always go back to the beginning of the web. While it’s not really the beginning of the web, search engines do a great job of being a front page, which you can use to access the information you’re looking for.
The web, the way that we interact with it, websites, and search engines have all changed a great deal since this whole thing began. At first the web was just some random websites, that in order to access you needed the IP to get to them. Primarily text based and only informational, it was no where near what we have today. Search engines, Google especially so, have caught the attention of the world. Privacy issues, defamation cases, anti-trust lawsuits, all of them pointed at the largest web index out there, mostly because they’re number one. There is absolute truth about the way Google shares your account information with any devices you use while signed in, it’s how the service learns to deliver you results which you might be interested in. Anti-trust suits are growing mostly for the same reasons that they did against Microsoft a while back with their Internet Explorer browser and how EU users felt they weren’t given a choice with the Windows OS (largely paraphrased). And defamation suits may pick up steam with the recent ruling in Australia, that Google can be viewed as a publisher of the search results page, making them liable for the links they post. In all of these cases the thinking is fairly basic, if you can make the biggest fish in the sea change the way it operates, everyone else will likely follow suit.
A point it seems that lawyers and judges seem to forget however, is that the web is a much bigger place than it was even a few years ago. With somewhere in excess of 2 billion connected users, websites, search engines, and every online resource has had to rapidly change to serve their visitors needs. Search engines like Google and Bing, developed an instant answer service which immediately displays results based on what you’re searching for, based on the most searched terms currently. Instant results vary a fair amount every couple of weeks and often more frequently, but the key point that seems to be ignored: the terms used in autocomplete are the most popular terms that have been searched so far. Your autocomplete searches will vary greatly depending on your search history, the top search trends and the your local search activity. Unfortunately for Google and any other search engine that uses a results page of any kind, the mantra of ‘don’t shoot the messenger’ is still largely unheeded in current court cases.
There was a birthday today, were you aware that this technology has reached the ripe old age of 20? It was born from a need to communicate snippets of conversation in a quick, simple fashion, so Vodafone birthed the first text message in the UK. It was a huge step in the way the world communicates, and it was good 10 years before anything like it happened in Canada.
It’s not the sending of the first text message that was the point of todays blog, it’s the point of fact that it took 10 years for that same technology to reach our side of the pond. Since Jerry took up roots here 5 years ago, he’s been trying to teach the business community on moving forward, about embracing the technology and methodologies that he’d been using in the UK. And Winnipeg has been resistant, it’s been a difficult uphill battle that’s only been starting to allow us some traction. It is a poor showing on our part, Winnipegs part, to allow our past business dealings to dictate our future online.
Winnipeg needs to move ahead, in a much quicker fashion if it expects to keep up in todays business world. We have a handful of the local business owners who have seen the light and are enjoying the fruits of our labor in the online world, which translate to very real, very tangible results on their bottom line. The real question that has been asked of those who don’t want to grow online, is what are you waiting for? The web and online tech isn’t slowing down, it’s speeding up and as a city we’re already behind by at least 5-6 years. We’re ready to help you here at Fresh, the question is are you ready to grow?
There’s a lot of noise being made lately from the Bing side of the web about how Google isn’t playing by the good old search rules and they’ve coined their term ‘Scrooogled’. I find the term a bit of comedy, as Scroogle used to be an anonymous way to search via Google by blocking cookies and not using log files, but instead of focusing on a service that no longer exists I had a read of Bings press release on the matter.
The title: “Don’t get Scroogled: Bing Launches Campaign for Honest Search..” I shortened it a bit as it’s rather long, but it sounds like they want to help search engine users find relevant results. It didn’t take long for Bing to get into the numbers of things, a projected $96 billion in online shopping this year, but perhaps a little generous when saying half of that comes from search engines. That number is likely lower than that, but, let’s disregard that for the moment – most online shoppers use a site like Amazon to find their deals online. It didn’t take very long for Bing to start comparing apples to oranges though, because very quickly in their blog posting they talk about how the Google Shopping results are based partially on paid inclusion – much like you would do with running an profitable Adwords campaign. For those who have never seen the admin side of the Adwords platform, once you’ve set your bid and ad, Google gives you a projection of where they think you’ll place within the results. They’re by no means set in stone and change day to day based on bid, competition on your terms, and so on.
Why I use the apples to oranges comparison however is because Bing is comparing search results, to shopping results, and saying that Bing is playing by the “old search rules” where Google Shopping is not. you can’t really compare Bing web search to Google Shopping search, as it would be like comparing Google web search to Amazon shopping search, they serve different functions and as a result, function completely different. In May of this year Google Commerce published a blog describing how the change to the shopping side of their product was going to begin to use a paid metric to help build on the relevance of the results, because a retailer wouldn’t pay for an ad to list a fake product. It is like advertising using billboards or radio ads to try and reach more consumers, it’s just another marketing medium to get your product out there. So to skip ahead just a little, Bing is comparing their organic web search, to Google’s Shopping search results – an apples to oranges comparison.
In the interest of fairness, I decided to have a look at the Bing shopping results, versus the Google shopping results. Being that we’re now comparing apples to apples, if there is a disparity it shouldn’t be too difficult to spot. I searched for the likeliest top sellers for the holiday shopping season, and was surprised at every turn. Not by the results that Google served me, but by the lack of results Bing returned. Each results page was sorted by relevance, and I’ll just let the screenshots speak for themselves.
There’s been a number of news worthy topics which occured today, one of the biggest in the search sphere would have had to be the glitch with the Google Webmaster tools. It created a bit of drama, thankfully it has been addressed so it’s not an issue anymore. There’s Larry Page who is sitting down with the FTC, extending the cycle of litigation against the search engine that it is biased in it how it displays search results, favoring it’s own products over others. The other tid bit of news which caught my eye was around DuckDuckGo, the crawl frequency it has and how it seems like it runs on it’s own set of rules.
The only real issue between Google and the FTC is that they really don’t want to be negotiating at this point. With Page sitting down with the FTC over the antitrust talks, there doesn’t seem to be any common ground where the two are even attempting to meet. The FTC won’t give in unless Google allows them enforcement authority over the results it serves, and they’re not very likely to be giving that control up anytime soon. The disappointing part is that it is likely that neither party wants the case to go to litigation, as it’s just going to increase the time it takes to make any kind of progression on the claims by fairsearch.org who believes that Google is guilty of search results bias and serves it’s own web properties over others. Soon enough, someone will have to buckle somewhere, it is just a waiting game at this point to see who it is.
As for all of the drama surrounding the Webmaster Tools accounts with Google? Well someone must have plugged in an old verification server because there was a glitch where by it was noticed that people who no longer had access to some accounts, once again did. Thankfully the error has been repaired, it does however leave a bad feeling about the verification process and about how it was skipped with just a glitch in the system. Hopefully it’s not an easily repeatable error, as having access to site information you’re not supposed to have can likely be a chargable offense.
The small story about DuckDuckGo has some interesting implications for the still somewhat small search engine. DDG has prided and formed itself around the idea that it does not collect user data and as such, you get “clean” results each time you search. The idea being that the most relevant should be able to always nab the top spots, regardless of your online activities. It was noticed however, that DDG was crawling under it’s UP, but it wasn’t coming up as displaying it’s own useragent – a way for site owners to determine who visited their site. The answer from the horses mouth was fairly basic, but depending on how it’s information that it returns is interpreted into it’s index could have some interesting SEO implications.
What you’re seeing is not a crawler, but a parked domain checker. We don’t believe it needs to be identified as it only makes one request very infrequently and doesn’t index any information”
There’s been a case of defamation in an Australian court where it was claimed that Google (knowingly) defamed someone by tying him to organized crime, both in organic and image search. Google was found guilty by jury, and has been ordered to pay a fine of what amounts to about 30 seconds of work for them ($200,000), but it’s not the fine that has the company a bit worried, it’s the precedent that it would be setting. Google is currently in the process of appealing the decision, we’ll all have to wait to see what happens.
The case was launched off of the search results for both organic and image listings which showed the claimant with ties to the local crime scene. Google responded that they’re not in control of the results page, that they merely list what has been observed as being popular search terms for the area. It sounds like a weak argument, but you can see how Google tracks their top trends by looking at Google Trends, you get a very brief glimpse into what the top searches were for the last day or so.
Back to why this is a bad idea however, to hold Google accountable as a publisher, and not as an information provider. The jury in this particular case decided that Google was guilty as a publisher and created the page which delivered the false information, and the images pages that are served up when you search are Google specific creations. As anyone who has any experience working with images online can tell you, there is the alt tag which can be used to give an image a text like value, which can then be indexed by the search engines. The image results page is actually the most recent target by black hat manipulators the last couple of months, not only because of this feature but it helps them get listed much quicker than pushing for listings in the center of the page.
Google being declared a publisher of the search results pages makes them accountable for the comments that came up in search, even though they never actually created the content themselves. It’s happened a handful of times that have made the news in recent years, with Rick Santorum being the most recent victim of results page manipulations by spammers and some other unscrupulous methods, but the results pages were driven by the users and by the most frequently used search terms. Blaming any search engine, not just Google for the aforementioned issue is like blaming your mechanic for your bus being late getting you to work. Once something is on the internet it’s also notoriously difficult to try and remove, ask anyone of the stars out there who have unflattering photos which pop up from time to time, once it’s online, it is forever. This also brings up the point of online brand protection, and the importance of a positive relationship in the local scene, with proper brand management mistakes like this can be captured and stopped before they begin.
The ruling sets a scary precedent in a way, as if it stands then it opens the door to an increasingly censored internet. Add into the mix that the ITU will be meeting in just a couple of weeks and the issue of net neutrality and freedom of use and access starts to become a threatened point.